The "New Phoenix" is a diamond in the rough that will become a polished diamond ― La Playa del Sol. A series of lakes duplicating Tempe Town Lake is the primary concept. Ringing the periphery of each lake, each with its own theme, high density centers will be developed that collectively will become a magnet for attracting visitors from around the world including all parts of the Phoenix metro area.

La Playa del Sol is a development concept to use the Rio Salado extending from 19th Street to 19th Avenue (District 8 of the City of Phoenix) to develop a series of lakes to form beaches as found along the Mexican Riviera to build hotel resorts, golf courses, casino, entertainment centers, specialty retail shops and boutiques, mercado, open market plaza, culture and arts center, non profit service centers, commercial offices, single family houses, condominiums, and affordable housing as part of master planned communities.

The architectural design theme will be Mexican similar to San Antonio’s River Walk. La Playa del Sol Mexican Village would duplicate the atmosphere, theme, lifestyle and tourist ambiance found in Mexico. Water features will be found through out. Many Americans have retired to Mexico's small villages and towns but because of the escalating drug war in Mexico and with the high cost of fuel, airplane traffic to Mexico is drastically curtained. This is an opportunity for Phoenix to replace traffic to Mexican resorts by promoting Mexican resort type developments on the banks of La Playa del Sol. The Phoenix La Playa del Sol would be secure, inviting and a much closer destination for visiting tourists from all parts of the United States.

Old Phoenix would be the focal point of La Playa del Sol. In the late 1800s and early 1900s, Mexican businesses were the keystone on Washington Street from 3rd street to 7th Street. The horse drawn trolley went back and forth to the Salt River. Old Phoenix will be a re-creation of the Mexican businesses and the Hispanic Cultural Center, mercado, and plaza will be the primary focal points of this Mexican theme development.

A  major attraction would be a signature spectacular show each evening when the Phoenix ignites both nest and bird burn fiercely and are reduced to ashes, from which a young "New Phoenix" arises being re-born erupting from La Playa del Sol.